It may sound odd to say that for this week’s Sprechen blog, we are going to talk about cycling. In particular, the methods that one man used to make a cycling team into a world beating cycling teamm, but we think the changes he made translate rather well into marketing strategy.
Sir David ‘Dave’ Brailsford is the head honcho at Team Sky, one of the dominant forces in world cycling, and was formerly Performance Director of British Cycling. He formed a key part of the Great British cycling squad who won medal after medal in the 2008 and 2012 Olympic Games, and received international recognition for his approach to personal development and monitoring any potential weaknesses. He is credited with developing the ‘marginal gains’ method, which in simplistic terms, involves making lots of small improvements across all areas of training, to add up to a big difference in the final performance.
In his own words: "The whole principle came from the idea that if you broke down everything you could think of that goes into riding a bike, and then improved it by 1%, you will get a significant increase when you put them all together"
Here at Sprechen we think that this approach can be applied to many areas of life and business, but in particular marketing. We spend a lot of time advising clients on how they might be able to improve their web traffic, reach a larger audience or bring more people to an event. We then help them make those changes, and implement a raft of other ideas that each make a small difference. The increase in web traffic might translate into increased sales of 1.5%, the event might bring in an additional 5%, and the exposure from a well places press article another 3%. None of these figures sound like much on their own, but add them together, and the sales have risen by 9.5%. Certainly something to be proud of! Your author has even found themselves applying the ‘Sir Dave’ method whilst at the end of a brutal 5,000 indoor rowing session. Ouch. But the results don’t lie, and this method is proven to work magic.
So if you think you might want to work with a marketing agency that applies world-beating, and whose team applies these methods to their own life call Sprechen today! Only thing to note - we don’t (yet) have a knighthood.